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HOW TO SELL THROUGH 
SPEECH 



By Grenville Kleiser 



Inspiration and Ideals 
How to Build Mental Power 

How to Develop Self-Confidence in Speech and Manner- 
How to Read and Declaim 
How to Speak in Public 

How to Develop Power and Personality in Speaking 
Great Speeches and How to Make Them 
How to Argue and Win 

Humorous Hits and How to Hold an Audience 
Complete Guide to Public Speaking 
Talks on Talking 
Fifteen Thousand Useful Phrases 
The World's Great Sermons 
Mail Coiirse in Public Speaking 
Mail Course in Practical English 
How to Speak Without Notes 
Something to Say : How to Say It 
Successful Methods of Public Speaking 
Model Speeches for Practise 
The Training of a Public Speaker 
How to Sell Through Speech 
Impromptu Speeches : How to Make Them 
Word-Power : How to Develop It 
Christ: The Master Speaker 
Vital English for Speakers and Writers 



How To Sell 
Through Speech 



BY 
GRENVILLE KLEISER 

Formerly Instructor in Public Speaking at Tale Divimtp 
School, Yale University. Author of ^^How to Speak 
in PuhlicJ* ^^Qreat Speeches and How to Make 
Them/' ^'Complete Guide to Public Speak- 
ing/' *'How to Build Mental Power/* 
*^Talk8 on Talking/' etc, etc. 




FUNK & WAGNALLS COMPANY 

NEW YORK AND LONDON 
1920 



^''^^ 



Copyright, 1920, by 

GRENVILLB KLBISER 

[Printed in the United States of Am^ri^a} 

Published, February, 1920 



APR 26,1920 



Copyright Under the Articles of the Copyright Conrentlon 

f f the Pan-American Republics and the United States, 

August 11, 1910 



©CU586689 



PREFACE 

The business man is not the only 
person interested in the subject of 
salesmanship. Practically every one has 
something to sell, whether it be mer- 
chandise, talent, skill, experience, or 
service. 

This book embraces practical talks 
to the salesman, business man, lawyer, 
preacher, and others, but it is confi- 
dently believed that the suggestions 
addrest to one class will be of practi- 
cal value to business and professional 
men generally. 

A salesman, in order to be highly 
successful, must have the ability to talk 
well. A pleasant speaking voice, an 
agreeable manner, an adequate vocabu- 
lary, and facility in expressing his ideas 



PREFACE 

clearly and convincingly — these are in- 
dispensable to his greatest success. 

Modem salesmanship, based primar- 
ily on common sense, demands the high- 
est qualifications and efforts on the part 
of the salesman. The chief purpose 
of this book is to stimulate and de- 
velop the best resources of the man or 
woman who has something to sell 
through speech. 

Grenville Kleisbr. 
New York City, 
August, 1919. 



n 



CONTENTS 

PAGE 

The Salesman 11 

The Business Man 33 

The Lawyer 59 

The Woman Speaker • 83 

The Preacher 115 



vii 



i 



THE SALESMAN 



THE SALESMAN 

There are certain personal qualifica- 
tions for successful salesmanship which 
are generally recognized by the busi- 
ness world. For convenience these may 
be epitomized in the word ^^personal- 
ity/' 

PERSONAL QUALIFICATIONS 
A desirable personality embraces 
among other things, proper attire and 
appearance, poise, self-confidence, tact, 
courtesy, sincerity, an ingratiating man- 
ner, a good speaking voice, and the 
faculty of attentive silence. Obviously, 
therefore, the development of person- 
ality is of extreme importance to any 
man desirous of achieving success in 
salesmanship. 

11 



HOW TO SELL THROUGH SPEECH 

The man of well-developed person- 
ality commands attention and respect 
wherever he goes. His speech and 
manner are passports to success. He 
has taken pains to master himself be- 
fore attempting to influence other men. 
His self-reliance is based upon prac- 
tical knowledge. 

Intelligent optimism is one of the 
greatest assets of a salesman. The 
man who has well-established reasons 
for believing in himself and in the 
article he has to sell will have little 
diflBculty in securing business. Cheer- 
fulness is an attractive force which suc- 
cessful men use to the best advantage. 

The salesman should give special 
attention to his personal appearance. 
Well-cut clothes, immaculate linen, 
clean-shaven face, polished shoes, clean- 
liness of body — these are indispensable 
to making a favorable impression upon 

12 



THE SALESMAN 

other men. These outward signs indi- 
cate the taste and character of the man 
himself. 

The old saying, that * ' Nothing suc- 
ceeds like success/' is still true. When 
a man elects himself to the class of 
progressive men — by intelligent atten- 
tion to personal appearance and the 
qualities previously mentioned — ^he soon 
finds a host of friends and acquaint- 
ances seeking his society and anxious 
to serve him. The crowd still follows 
the leader. 

It is impossible for a man to avail 
himself of his best opportunities for 
advancement unless he has a proper 
degree of self-reliance. When he has 
confidence in himself, this quality com- 
municates itself to those about him and 
the results of his efforts are thereby 
greatly enhanced. 



IS 



HOW TO SELL THROUGH SPEECH 

HOW TO BECOME A SUCCESSFUL 
SALESMAN 

Here are some specific suggestions 
for developing successful salesmanship : 

9 

1. Know what you want to say. You 
must first convince yourself of the 
merits of what you desire to sell be- 
fore you can hope successfully to con- 
vince others. Therefore think out the 
subject in detail, and sell the article 
mentally to yourself. All the reasons 
you can bring to bear favorably upon 
your mind will be likely to affect other 
people in the same way. 

Some salesmen successfully use a 
memorized ^'sales-talk/' and some do 
not. Judge for yourself which method 
is most suitable to your particular tem- 
perament. In any event, have clearly 
defined ideas in your mind regarding 
what you have to sell and keep such 
ideas available for ready use. 



THE SALESMAN 

When you have carefully analyzed 
the merits of the article under con- 
sideration, put your ideas into writing. 
This will not only tend to clarify them, 
but will enable you to examine them 
critically and to make such changes as 
seem desirable. 

There is nothing that will add so 
much to your self-confidence as the 
inner realization of being thoroughly 
informed about the merits of what you 
wish to sell. When you clearly know 
what you want to say, you will have 
little difficulty in saying it effectively. 

2. Speak distinctly. This apparently 
simple suggestion is one of great im- 
portance. If you speak indistinctly 
you lose that part of the customer's 
attention which he must use merely in 
trying to understand you. A distinct 
articulation is one of the unmistakable 
marks of culture. 

16 



HOW TO SELL THROUGH SPEECH 

There is no better exercise for im- 
proving the enunciation aiid the speak- 
ing voice than to read aloud daily, for 
five or ten minutes, from a standard 
writer of English prose. The princi- 
pal things to keep in mind, while read- 
ing, are to breathe deeply, open the 
mouth well, articulate distinctly, and 
endeavor to bring out the clear, deep, 
full tones of the voice. 

A well-modulated voice is of ines- 
timable value to a salesman in secur- 
ing the attention of a prospective cus- 
tomer. Hence extremes of pitch, loud- 
ness, harshness, and other undesirable 
qualities should be carefully avoided. 
The quiet, pure, natural tones of the 
voice are the most effective. 

3. Speak slowlj/. As in public speak- 
ing, so in salesmanship, the man who 
speaks deliberately carries greater 
weight than the rapid-fire speaker. The 

16 



THE SALESMAN 

chief reason is that when ideas are 
uttered slowly and distinctly they sink 
more readily into the hearer's mind. 

The day of the glib and garrulous 
salesman is past. A man who talks 
much and rapidly will surely impair 
his chances of success. It is erroneous 
to think that if he is merely ^^a good 
talker'' he will necessarily do the larg- 
est business. 

When a salesman speaks deliberately 
the presumption is that he has himself 
well in hand, and this inspires confi- 
dence in the customer. Experience will 
prove to any man the value of de- 
liberate speech. 

4. Tell the truth. This seems blunt 
and apparently superfluous advice, but 
it means more than is ordinarily at- 
tached to it in business. It means 
integrity of mind and heart. It means 
sincere intention to tell only the truth, 

17 



HOW TO SELL THROUGH SPEECH 

and consequently to avoid every tempta- 
tion, however subtle or promising, to 
exaggerate or mislead. 

Good business to-day is founded upon 
truth. Honesty is no longer recom- 
mended merely as the best policy, but 
as the best principle. Any other method 
of doing business would now be re- 
garded as short-sighted and unwise. 

Answer questions frankly and fear- 
lessly. If you can not answer them, 
say so without hesitation. Try always 
to frame your answers in such clear 
language that they will fully satisfy the 
questioner. See the question from the 
customer's viewpoint, and by putting 
yourself in his place realize how you 
should answer it. 

The mental intention to be strictly 
honest will reflect itself in your face, 
voice, speech, and manner. Your per- 
sonal integrity and character will un- 

18 



THE SALESMAN 

consciously disclose themselves in the 
words you use and the way in which 
you formulate and emphasize your 
arguments. Prefer rather to lose a 
sale than to deviate in the slightest 
degree from the strict truth. Many 
a salesman has repelled a prospective 
customer merely through an inadvert- 
ent remark. A salesman can not afford 
to be inaccurate in his statements or 
assertions. 

Exaggeration is a subtle form of 
dishonesty. It may manifest itself in 
undue emphasis, too much anxiety to 
make a sale, or an attempt to over- 
persuade a reluctant customer. Such 
exaggeration is dishonest in effect, if 
not in intention, and should be sedu- 
lously avoided. 

In salesmanship the eye has a pe- 
culiar language and power of its own. 
It will not dg to say one thing and 
19 



HOW TO SELL THROUGH SPEECH 

look another. Moreover, it is a good 
thing to look directly at a customer. 
This eye-to-eye communication has a 
magnetic and convincing influence not 
to be secured in any other way. 

5. Avoid argument. Clearly distin- 
guish between argument and explana- 
tion. Emphasize '^why^^ more than 
^'how.'^ If the customer is inclined 
to dispute what you say, listen atten- 
tively, and at a convenient interval 
choose another line of explanation. Re- 
solve in any case not to antagonize him. 
Accustom yourself to listen courteously 
to objections. Mental resentment on 
your part will be quickly sensed by the 
customer and militate against your 
chances of success. Always be ready 
to pass generously over his prejudices 
and foibles. 

Many salesmen find it difficult to 
waive their opinions, but insist upon 
20 



THE SALESMAN 

arguing a point out to a conclusion — 
the conclusion usually being that the 
prospective customer decides '^not to 
buy.'' Oftentimes a good sale is chiefly 
due to tact and forbearance on the part 
of the salesman. 

6. DonH waste the other man^s time 
nor your own. How does a salesman 
usually waste time? Principally by 
talking too much, and by staying too' 
long. A good salesman has the intelli- 
gence and alertness to change quickly 
from talking to listening when he sees 
it is desirable. He knows when he 
has said enough, and when it is time 
for him to leave whether he has made 
a sale or not. 

Thus the wide-awake salesman judi- 
ciously conserves his time and energy, 
and is therefore the better equipped for 
his next customer. What is of vital 
importance, he retains his self-respect 
21 



HOW TO SELL THROUGH SPEECH 

by avoiding waste of words, time and 
energy. 

There is a prodigal expenditure of 
words in all departments of business. 
Few men possess the art of clear and 
concise speech. Business men are daily 
victims of time-filchers who have noth- 
ing of importance to say and take a 
long time to say it. 

7. Keep to essentials. Thoroughly 
inform yourself as to the essential 
merits of what you have to sell, and 
as far as possible adhere to them. 
Straight-to-the-point talk will accom- 
plish more than discursiveness about 
the weather, politics, and like subjects. 

The promiscuous telling of jokes and 
funny stories is now taboo by high- 
class salesmen. Busy business men 
have neither time nor inclination to 
listen to stories and experiences which 

22 



THE SALESMAN 

have no direct bearing upon the mat- 
ter in hand. 

8. Avoid familiarity. There are sales- 
men who slap a customer on the back, 
call him by his first name, or seize him 
by a coat-button, but these and similar 
habits breed that contempt against 
which men have been emphatically 
warned. Dignity is not incompatible 
with a proper degree of congeniality. 

Men respect most the man who re- 
spects himself, and no man of self- 
respect indulges in undue familiarity. 
The salesman who becomes '^too 
friendly'^ may unconsciously lose a 
good customer. 

9. Cultivate flexibility. Be ready to 
adapt your style of approach and sales- 
talk to the special circumstances be- 
fore you. A stereotyped method is not 
productive of the best results. 

Keep your mind always open to help- 
23 



HOW TO SELL THROUGH SPEECH 

ful suggestions. Prejudice and ignor- 
ance are detrimental to real progress. 
You can learn something from every 
one you meet. Moreover, the mental 
attitude of readiness to learn from 
others will gratify them and do much 
to win from them favorable considera- 
tion of your viewpoint. 

10. Cultivate self-control. Your prin- 
cipal work as a salesman is to con- | 
vince and persuade the prospective f 
customer. You must not only be able | 
to present in a clear and impressive I 
manner the merits of the article you | 
have to sell, but you must have such f 
complete self-control that you can tact- < 
fully meet all objections, quickly assem- ; 

ble your ideas in a new form to suit | 

. i 

unexpected conditions, and be genuinely ■ 

gracious and courteous even under try- | 

ing circumstances. | 

Tact, adaptability, and good nature 

24 



THE SALESMAN 

will be your constant allies in inter- 
esting and influencing the customer. 
Study and apply them in your daily 
conversation. 

11. Study words. Cultivate ^Hhe dic- 
tionary habit" — the habit of looking 
closely into the meaning of words. As 
you study the power and significance 
of words you will realize the impor- 
tance of always using them with dis- 
crimination. 

You can develop skill in the use of 
words by studying them in their con- 
text as illustrated in the best writers. 
Select a fine passage of English prose 
and underscore those words which par- 
ticularly impress you. Ascertain their 
meaning, and endeavor to incorporate 
them in your working vocabulary. 

Write out sets of words, synonymous 
and otherwise, which you think you 
can use to advantage in your particular 

25 



HOW TO SELL THROUGH SPEECH 

line of business. You can make the 
study of words a delightful and profit- 
able pastime for leisure moments. 

Use short, simple words. These are 
the most desirable, since they make the 
least demand upon the listener's mind. 
Simple words are the natural medium 
for concrete ideas. As a salesman your 
object is not to dazzle the customer 
with your show of language, but to 
impress him favorably with your ideas 
and reasons. 

12. Study the art of listening. This 
is often quite as important as the art 
of speaking, and is as valuable as it 
is rare. In your daily conversation 
apart from salesmanship, closely ob- 
serve your habits of speech and dili- 
gently correct every fault. 

There are times when a customer 
makes the sale to himself if the sales- 
man, by remaining discreetly silent, 
§6 



THE SALESMAN 

gives him a reasonable opportunity. 
On the other hand, many a promising 
sale has been ruined by loquacity. 

When you listen attentively to the 
other man, you have an opportunity 
to study his ideas and to learn things 
which may be of use to you. The 
eloquence of silence is often quite as 
effective as the eloquence of speech. 

Men have a tendency to scatter their 
energies, but concentration and thor- 
oughness are distinguishing marks of 
the successful salesman. Mental flabbi- 
ness capitulates to difficulty, but a man 
of developed will and concentration uses 
obstacles as stepping-stones to achieve- 
ment. 

13. Cultivate your reasoning powers. 
As no two customers are alike, you 
must have the ability and readiness to 
adapt yourself quickly to unforeseen 
circumstances. If you depend simply 

27 



1 



HOW TO SELL THROUGH SPEECH 

upon a memorized ^^ sales-talk," you 
will be likely to suffer defeat at the 
first formidable difficulty. But if you 
have properly trained your reasoning 
powers, you will use difficulties to your > 
immediate advantage. * 

You can highly develop your mental 
faculties in the same way that you 
develop the muscles of your body — by 
regular and systematic daily exercise. 
Select a great book, in which the 
writer's thoughts are clear and pro- 
found, and read a few pages each day. 
Make the ground good as you pro- 
ceed, and be sure that you grasp each 
thought in its order. Then mentally 
review what you have read, or, if con- 
venient, talk it over with a friend. 

A good plan for improving the men- 
tal powers is to subject yourself to 
a keen self-examination at the close of 
the day. Eeview your thought habits, 

28 



THE SALESMAN 

what you have planned, attempted, and 
actually achieved, and carefully con- 
sider the best means for improving 
your general methods. 

14. Cultivate common sense. The un- 
common faculty of common sense is 
much needed by the salesman, because 
he is constantly confronted by condi- 
tions and emergencies which tax to the 
utmost his patience and mental re- 
sourcefulness. He must know how to 
do and say the right thing at the 
right time. Nothing is more indispens- 
able to him at such times than the pos- 
session of sound common sense. 

Here, again, self-analysis and prompt 
correction of personal faults is valu- 
able. When you are uncompromisingly 
severe with your own defects and short- 
comings, and seek earnestly to correct 
or eliminate them, you are laying the 
foundation of that rare common sense 

29 



HOW TO SELL THROUGH SPEECH 

so vital to preeminent business success. 

There have never before been such 
opportunities in the field of salesman- 
ship as there are to-day for men of 
trained ability and resourcefulness. 
The demand is insistent for those who 
have initiative, self-confidence, and per- 
sonal efficiency. 

You should try to realize how large 
a part speech culture plays in your 
degree of success, and devote at least 
a few minutes each day to this subject. 
As you systematically develop your 
powers of expression you will find 
constantly increasing scope for your 
abilities. 

Unquestionably there is a big, signifi- 
cant, progressive place for you in the 
business world, but you must intelli- 
gently plan and fit yourself for it. The 
great prizes in salesmanship, as in 
every other field of endeavor, are 
awarded to the fit and worthy. 
30 



THE BUSINESS MAN 



31 



THE BUSINESS MAN 

It is literally true that the measure 
of a business man's success is largely 
the measure of his belief in his own 
capacities and possibilities of achieve- 
ment. The eminently successful man 
not only recognizes his natural powers, 
but takes specific steps to develop them 
in high degree. 

Business and professional men gen- 
erally now recognize the value of train- 
ing in speech culture. Their experi- 
ence has taught them that, other things 
being equal, it is the man who can 
most satisfactorily present a business 
problem, address a conference, or make 
a public speech when occasion requires, 
who advances most rapidly and surely 
to recognition and ultimate success. 

33 



HOW TO SELL THROUGH SPEECH 

SPEECH AS AN INDICATION OF 
CHARACTER 

We know from observation that the 
highly successful business man pro- 
claims himself by his speech and man- 
ner, and that these unmistakable hall- 
marks of his personality instantly make 
a favorable impression upon other men. 
He commands attention and approval 
not only by what he says, but by the 
way he says it. His voice, enunciation, 
pronunciation, and expression carry 
with them authority and impressive- 
ness. 

The head of a business house natur- 
ally, but perhaps unconsciously, sets 
an example for those under him. If he 
speaks in strident tones and in a gruff 
manner, his associates are likely to 
imitate him. On the other hand, if he 
uses a well-modulated voice and a gra- 
cious manner, these qualities tend to 

34 



THE BUSINESS MAN 

communicate themselves to those about 
him. 

This is likewise true of other personal 
qualities, and particularly so of self- 
confidence. When the employer him- 
self is self-confident, he silently con- 
veys this quality to his employees. 
They in turn inspire the same feeling 
in their customers, so that the atmos- 
phere of such a business house becomes 
one of trust and respect. Thus the 
structure of the entire business world 
has its foundation in mutual confidence. 

DEVELOPMENTS IN MODERN BUSINESS 

We find that modem business is 
touching the secret springs of men's 
powers and bringing into use many 
new ideas and personal forces. Men 
^re finding larger purpose and scope 
in their every-day lives. Eeconstruc- 
tion and improvement are constantly 

35 



HOW TO SELL THROUGH SPEECH 

going on, and greater personal effi- 
ciency is demanded than ever before. 

Intelligent business men, some of 
them advanced in years, regularly pur- ' 

sue a helpful subject with a view to I 

utilizing the results in their business. * 

They study public speaking, practical » 

English, business efficiency, character 
reading, memory training, physical cul- 
ture, and kindred subjects, chiefly for 
the purpose of making themselves more 
capable and efficient. 

We find them, too, studying such spe- 
cial subjects as, personality as a busi- » 
ness asset ; the value of cooperation be* 
tween employers and employees ; sys- 
tem and its practical results; how to 
develop effective speech in salesman- 
ship; how to meet emergencies; busi- 
ness ideals; the respective uses of 
speech and silence; the power of sug- 
gestion; the value of written instruc- 
36 



THE BUSINESS MAN 

tions; the art of effective business 
letter- writing ; courtesy in business; the 
value of regular self-analysis; the im- 
portance, use, and preparation of 
follow-up letters; the development of 
business sagacity and common sense. 

QUALITIES ESSENTIAL TO BUSINESS 
SUCCESS 

Some months ago I was so pro- 
foundly imprest with the need for bet- 
ter self-analysis on the part of the 
average business man, that I prepared 
a special chart for this purpose, com- 
prising fifty personal qualities regarded 
as essential to large business success. 
I suggested that the business man 
should carefully consider his approxi- 
mate percentage in each of these fifty 
qualities, and then concentrate his best 
efforts in developing those in which he 
found himself conspicuously weak. 

Following are the fifty qualities 

37 



HOW TO SELL THROUGH SPEECH 

enumerated : Accuracy, adaptability, 
alertness, ambition, concentration, con- 
fidence, courage, courtesy, decision, de- 
termination, diligence, discretion, earn- 
estness, economy, efficiency, enthusiasm, 
faith, foresight, honesty, independence, 
industry, initiative, integrity, judgment, 
loyalty, nobility, optimism, orderliness, 
patience, persistence, precision, promp- 
titude, prudence, punctuality, purpose, 
reliability, resourcefulness, self-control, 
sincerity, stamina, sympathy, tact, tem- 
perance, tenacity, thoroughness, thrift, 
truthfulness, vigilance, vigor, zeal. 

As an illustration of the value of 
this self-analysis, a business man found 
he had marked himself at 80 per 
cent, in ^^ optimism '' and only 40 per 
cent, in ^^ prudence.'' He saw at once 
that he was allowing his hopefulness to 
run away with his judgment, and pro- 
ceeded to check his optimism and to 
, 38 



THE BUSINESS MAN 

develop further his faculty of prudence. 
The results which followed within a few 
weeks were most gratifying. 

SYSTEM OF MIND AND HABIT 

A systematic mind is of great prac- 
tical value to the business man. It 
enables him to dispose of a large vol- 
ume of detailed matters without undue 
haste or friction. It confers upon him 
the advantages which always come from 
having a definite time and place for 
everything. His systematic mind, re- 
flecting itself in a well-ordered desk 
and a well-planned day, makes his oc- 
cupation a pleasure instead of an irk- 
some task. 

Some business men are in a constant 
state of hurry and nervous excitement. 
This is detrimental to the best results. 
At the end of a year such men find 
their physical and mental resources de- 
n9 



HOW TO SELL THROUGH SPEECH 

pleted without any adequate return. 
They have been unconscious victims of 
scattered effort. 

The business man should cultivate 
poise as a uniform habit of conduct. 
No matter what the provocation, he 
should never permit himself to lose i 
his tranquillity of mind. Mental poise I 

will safeguard him against the petty 
frictions of daily business life which 
harass so many men. 

THE BUSINESS VALUE OF VOICE 
CULTIVATION 

The average business man necessarily 
spends a large part of his day in con- 
versation. He is obliged to speak to 
managers, subordinates, and customers. 
Whether he dictates letters, telephones, 
or meets callers, he uses his voice more 
than he generally realizes. 

Hence the importance to him of cul- 
tivating and using his voice correctly, 

40 



THE BUSINESS MAN 

He should follow as closely as possible 
the principal suggestions given to the 
public speaker. As he brings into use 
the deep tones of his voice, opens his 
mouth well, enunciates distinctly, and 
expresses himself pleasantly and delib- 
erately, he will be conscious of steadily 
growing personal power. 

It would be of immense practical 
value to the business man if he would 
follow the counsel to read aloud daily 
from one of the great masters of En- 
glish style, if only for a period of five 
minutes. The practise of reading aloud 
develops fluency and facility of speech 
by fitting words to the lips, and trains 
the reader in the effective use of 
phrases and sentences. Systematic 
reading of this kind also enlarges the 
vocabulary and enriches the mind. 

It is as necessary for the employer 
as it is for the employee to guard him- 
41 



HOW TO SELL THROUGH SPEECH 

self against indolence. Some men like 
to delegate details and duties to others, 
not so that they themselves may apply 
their energies to more important mat- 
ters, but simply because of their desire 
*^to take things easy.'' 

To-day the business man must be 
progressive in his ideas and habits in 
order to advance toward larger success. 
He must be up to date, and avail him- 
self of everything, however seemingly 
trifling, which will advance his business 
interests. He must make constant ac- 
quisitions to his stock of knowledge and 
good sense. 

THE HIGHEST TYPE OF BUSINESS MAN 

The most admirable type of success- 
ful business man is simple, dignified, 
courteous and self-confident in speech 
and manner. His personality is strong 
and impressive, not due to boastfulness 
42 



THE BUSINESS MAN 

or egotism, but because of fineness of 
character and deportment developed 
through years of discipline. 

The man of leadership in business 
carries with him certain unmistakable 
evidences of his success. You observe 
it in his speech and manner, in his 
voice and language, in his carriage and 
attire. He is sure of himself in the 
right way, free from aggressiveness 
and opinionativeness, and commands 
attention and approval because of his 
seasoned common sense. 

There is a tremendous power in af- 
firmation and reiteration. Form in your 
mind a clearly defined idea of the kind 
of self-confident man you desire to be, 
then afiirm it over and over again, and 
shortly you will observe that such 
desire is gradually becoming material- 
ized in your life. 

Again, it is of great practical value 
43 



HOW TO SELL THROUGH SPEECH 

to assume the physical attitude of the 
man you wish to be. Hold yourself 
erect, your shoulders well back, chin 
level, and couple mth this a mental 
attitude of self -faith and independence. 
The results of such an effort, continued 
for a few days, will be as certain as 
they are gratifying. 

THE BENEFITS OF INTELLIGENT 
OPTIMISM 

An intelligently optimistic attitude of 
mind is an attractive force in business. 
Some men, possessing brains and abil- 
ity, are systematically shunned because 
they are known as chronic grumblers. 
They drive people from them by a habit 
of constant complaint and pessimistic 
foreboding. 

There are two kinds of optimists — 
wise, and otherwise. The intelligent 
optimist not only believes things will 
be right, but works diligently to make 

44> 



THE BUSINESS MAN 

them so. He thinks everything is 
ordered for the best, that the world 
tends inevitably toward the good, the 
true, and the beautiful. The disposi- 
tion of the optimist to look only for 
the best in life gives him increased 
advantage in finding what he looks for. 

Optimism is intimately bound up with 
great achievement. The business opti- 
mist gets the most out of daily life 
for himself, while augmenting the faith 
and courage of his associates. Intelli- 
gent optimism will make one an enthusi- 
ast, and enthusiasm is the driving force 
in all great enterprise. 

The highly successful business man 
knows the value of cheerfulness in daily 
life. He knows the difference in effect 
upon others between a smile and a 
frown. His experience has taught him 
that a uniformly pleasant attitude 
toward the world is a vital way to 
45 



HOW TO SELL THROUGH SPEECH 

attract business. Like other men, he 
probably has his full share of disap- 
pointments, but he conceals them as 
far as possible from others. 

It is not too much to say that pre- 
eminent success in business is impos- 
sible to a man who does not possess 
a large measure of ready cheerfulness, 
self-faith, and optimism. Says Carlyle : 
'^Give us, oh, give us, the man who 
sings at his work! He will do more in 
the same time — ^he will do it better — ^he 
will persevere longer. One is scarcely 
sensible of fatigue whilst he marches 
to music. The very stars are said to 
make harmony as they revolve in their 
spheres. Wondrous is the strength of 
cheerfulness, altogether past calculation 
in its powers of endurance.'' 

Promptitude promotes poise and self 
confidence. When a business man a 
lows himself a reasonable margin of 

46 



f 



1 

i 



THE BUSINESS MAN 

time, so that he can be punctual in his 
engagements and promises, he gains 
immeasurably in self-reliance. He 
learns thereby to trust himself. Such 
a man works at a constant advantage, 
since he is free from the haste, anxiety, 
and worry which beset the unpunctual 
and slipshod worker. Unquestionably 
the man of business who assiduously 
cultivates the desirable qualities of 
cheerfulness, courtesy, punctuality, reg- 
ularity, self-confidence, and determina- 
tion, is in direct line for distinguished 
success. 

THE BUSINESS PRINCIPLES OF A GREAT 
MERCHANT 

The latent power in the brain of one 
man is well illustrated in the case of 
John Wanamaker. When he conceived 
the idea of combining a number of re- 
tail businesses under one roof, so that 
the shopper could make his purchases 

47 



HOW TO SELL THROUGH SPEECH 

most conveniently and have them de- 
livered at one time, it was the begin- 
ning of an enterprise which subse- 
quently won for him preeminent suc- 
cess. 

It is interesting to study the funda- 
mental ideas upon which this successful 
business house has been built. The 
cardinal principles which animated the 
founder from the time he conceived 
the plan were these : 

1. A different business from any that 
existed. 

2. A higher motive than mere cash 
profit. 

3. An unvacillating system. 

4. Accuracy in word and print. 
These were augmented by the four 

indispensable elements of intelligence, 
integrity, industry, and an ideal. Again, 
to these were added the qualities of 

48 



THE BUSINESS MAN 

individuality, initiative, courage, pa- 
tience, and thoroughness. 

The Wanamaker ideas of ^^only one 
price" and ^^ return of goods if not 
satisfied" revolutionized modern meth- 
ods of doing retail business, and were 
the beginning of that commercial 
morality now characteristic of leading 
American business houses. 

THE RELATIONSHIP OF EMPLOYER 
AND EMPLOYEES 

The progressive business man of to- 
day has learned to delegate responsi- 
bility to others. He gives his employees 
scope and opportunity for personal 
initiative. The consequence is that 
they have a chance to develop and ad- 
vance themselves — a benefit in which 
both the employer and employee par- 
ticipate. 

When an employer says he can not 
find competent men to whom he can 
49 



HOW TO SELL THROUGH SPEECH 

delegate responsibility, he acknowledges 
that he has not taken the trouble to 
train and educate such men. Many a 
business house has lost a good man 
solely on account of limiting his useful- 
ness or because of lack of proper en- 
couragement. A business relationship 
which is not cooperative can not endure. 
There is need for tolerance in the 
relationship between employer and em- 
ployee. When a man, however supreme 
his power and authority, can put him- 
self in the other man's place, however 
subordinate it may be, he is in a large 
way to form a sound judgment. A 
wise and tactful employer knows how 
to condemn a method without neces- 
sarily condemning the man. The tol- 
erant executive disciplines without 
emasculating. 



60 



THE BUSINESS MAN 

QUALITIES OF THE LEADER IN 
BUSINESS 

Leadership is always constructive. 
Arrogance in any form is weakness. 
The true business leader possesses 
the fine qualities of justice, veracity^ 
confidence, cooperation, and magnani- 
mity, and he inspires these qualities 
in the men around him. He makes men 
trustworthy by trusting them. 

The intelligent leader plans his work 
so carefully and definitely that he can 
proceed from one thing to the next 
without undue haste. He is regular 
in his habits, avoids worry, has a daily 
playtime, and keeps his physical and 
mental eflBciency up to a high standard. 

It is not well to have cast-iron rules 
about everything in business. For ex- 
ample, it may be your general plan to 
clear off your desk promptly of corre- 
spondence and other matters. The habit 
01 



HOW TO SELL THROUGH SPEECH 

of despatch is a desirable and valuable 
one. But there may be a letter which 
requires unusual consideration, and in 
order to do it justice it may be neces- 
sary to put it aside for a day or two. 
Manifestly in such a case it would be 
unwise to dispose of it on the instant 
simply because of your rule to keep 
your desk clear. 

THE BENEFITS OF QUIET THINKING 

It is surprizing what a busy man can 
accomplish by occasionally going away 
from his regular place of business, and 
with pad and pencil jotting down new 
ideas which occur to him. This will 
give him a perspective which he can 
not otherwise secure, and he will return 
to his business mentally stimulated. 

The man who has creative work to do 
must have ample time for quiet consecu- 
tive thinking. He should have a place to 
52 



THE BUSINESS MAN 

which he can retire at certain intervals 
and ^^ think things out" without inter- 
ruption. He will find that the prac- 
tical results will more than repay him 
for the time thus spent. 

When a business man habitually says, 
^^I haven't the time/' ^^I'm too busy," 
'^I'm rushed to death," it means that 
instead of mastering his work he is 
allowing his work to master him. Under 
such circumstances he works at a con- 
stant disadvantage. The chances are 
that he needs a fishing trip or some 
other form of relaxation. 

It is a good plan for the business 
man to ask himself: ^^What are the 
two or more most vitally important 
things for me to do to-day?" and then 
proceed promptly to concentrate upon 
them until they are done. Tho he accom- 
plishes little else, he is then certain 
of a productive day. 

53 



HOW TO SELL THROUGH SPEECH 

Some business men talk too much, 
and are prone to talk too often about 
themselves. They come ultimately to 
be known as bores and are systematic- 
ally shunned. There is a happy medium 
between speech and silence, and when 
a man is in doubt about the matter 
he should give preference to silence. 

DEVELOPING BUSINESS EFFICIENCY 

Thousands of business men conduct 
their lives upon indefinite, limited, hap- 
hazard, unscientific lines. Many men 
of marked ability and with exceptional | 
opportunities make no real progress | 
toward great achievement. The close 
of the day sees them apparently no 
nearer the coveted goal. This is largely 
due to indifferent or imprudent plan- 
ning. 

Thousands of men, too, are in a rut, 
in bondage to circumstances, or com- 
54i 



THE BUSINESS MAN 

mitted to trifling and tedious tasks, 
from which they seemingly can not 
emancipate themselves. They are dis- 
satisfied and discouraged, but frankly 
acknowledge their inability to change 
for the better. 

All such men, however, can develop 
their latent powers and abilities so as 
to fit themselves for large success. A 
simple plan for self-culture, involving 
perhaps only half an hour a day, and 
embracing such interesting subjects as 
speech training, development of person- 
ality, memory, good English, will-power, 
system, salesmanship and advertising, 
and character reading, will rapidly en- 
large their opportunities and steadily 
fit them for honorable distinction in the 
business world. 



U 



1 



THE LAWYER 



67 



< 



r 



THE LAWYER 

The primary cause of inordinately 
long addresses in the court-room or 
elsewhere, is lack of thorough prepara- 
tion on the part of the speaker. In 
too many instances he simply assembles 
a few leading ideas, and largely trusts 
to the occasion for words and inspiration. 
As an inevitable result his speaking is 
indefinite and discursive. He occupies 
an hour, saying what, if carefully pre- 
pared, could be much better and more 
effectively said in ten minutes. 

THE NEED FOR CONCISE EXPRESSION 

It is the duty of every lawyer to do 
his part to remove the stigma which 
now rests upon the legal profession in 
the matter of diffuseness. He can help 
to accomplish this by imposing upon 

59 



HOW TO SELL THROUGH SPEECH 

himself at all times strict rules as to 
simplicity, clearness, and conciseness of 
speech. There is an insistent demand 
for a thorough simplification and mod- 
ernization of legal procedure, and the 
elimination of empty technicalities. It 
is felt that the application of common 
sense in the administration of justice 
would remedy the present lamentable 
waste of time. 

In a book of unusual interest, ^^The 
Man in Court,'' by Frederic DeWitt 
Wells, there is this significant passage : 

^^The lawyers are discontented with 
the courts, while the judges feel that 
the deficiencies are the fault of the 
lawyers. The lawyers, they say, do 
not cooperate with the judges in the 
administration of justice, and are too 
busy with their own game. Here enters 
that academic question of whether a 
lawyer's duty is first to the court and 
60 



THE LAWYER 

justice, or first to his client — should he 
defend a man he knows to be guilty? 
The dispute is sophomoric. He is the 
advocate of his client first, foremost, 
and all the time. That is the reason 
for his existence. He is the great agent 
for his client; his tongue, brain, and 
energy belong to his client. He is un- 
doubtedly justified in whatever he does, 
if he keeps to the rules. Justice is 
best promoted by heeding the rules of 
justice to the utmost.'' 

Assuming, then, that the lawyer owes 
to his client the best product of his 
brain and tongue, there devolves upon 
him a profound duty to develop his 
powers of speech to the highest possi- 
ble degree of effectiveness. He should 
set apart a few minutes each day for 
study and practise of the art of ef- 
fective speaking, for which time and 
effort he will be amply repaid, 
61 



HOW TO SELL THROUGH SPEECH 

THE VALUE OF SIMPLICITY AND 
CLEARNESS 

The lawyer who uniformly aims at 
simplicity of style in thought, word, and 
manner, will enjoy special advantages. 
This very simplicity, as in the case of 
Lincoln, will tend to win the confidence 
and good-will of his hearers. Com- 
bined with sincerity, it will in itself 
carry the conviction of truth. There 
is a greatness in true simplicity which 
appeals more eloquently to men than 
all the tricks and embellishments of 
rhetoric and oratory. 

Clearness of expression depends pri 
marily upon clearness of mental con- 
ception. When the ideas of your speech 
are clearly defined in your own mind, 
lucidity of style will naturally follow. 
Obscurity and ambiguity of speech in- 
variably arise from hazy ideas. 



THE LAWYER 

HOW TO DEVELOP CONCISENESS 
OF SPEECH 

Conciseness of speech can be rapidly 
developed by means of this simple ex- 
ercise: Take fifty lines of a speech — 
of your own composition or that of an- 
other — and without omitting any essen- 
tial idea reduce the fifty lines by at 
least one half. Eegular practise of this 
kind will soon cultivate in you the art 
of succinct expression. 

The style of ^^ oratorical^' speech 
which obtained in the court-room half 
a century ago would be out of place 
and ineffectual there to-day. Modern 
conditions of life demand a practical 
treatment of the subject under discus- 
sion, hence a lawyer is expected to be 
simple, direct, and reasonably concise 
in what he has to say. If he fails in 
any one of these respects, he impairs 

63 



HOW TO SELL THROUGH SPEECH 

in that degree his chance of obtaining 
a favorable decision. 

QUALITIES NEEDED BY THE LAWYER 

The primary requirement of the advo- 
cate is that he have a thorough under- 
standing of the facts which he is to pre- 
sent and discuss. Men are human, and 
are still subject to prejudice and pas- 
sion, hence the personality and manner 
of the speaker will play a vital part in 
determining the results of his work. In 
effective public address there is always 
feeling, tho it should never assume the 
character of bombast or exaggeration. 

Imagination and emotion play an im- 
portant part in the speech of the advo- 
cate. It is erroneous to think that the 
lawyer has only to state his case inl 
plain, cold, logical terms. He must| 
add to his clearness of statement, ap-j 
propriate feeling and earnestness in' 

64 



THE LAWYER 

order to impress his hearers JaTorably. 

As, for example: 

^^Even now, by your silence and in- 
terest in this case, I hear you say stop, 
delay no longer, let us begin the work 
of justice ! Stop till we right the wrong 
at once! Stop till we restore these 
orphan children to their own, to that 
character they will love to honor — a 
character as pure as they believed it 
on that last sad night, the night before 
the night of death! Stop till we give 
a verdict and a vindication!^* 

Or this: 

^*I can see her now, as plain as 
yesterday. It is evening. It is twi- 
light. The snow is falling fast and slip- 
pery, whitening the little white walk to 
the cistern. She is confused; she has 
company. She seizes the pail, hurries 
to the cistern, catches up the hook, 
leans over the curbing. Slips! Falls! 

65 



HOW TO SELL THROUGH SPEECH 

The water covers her! No one hears 
her! She is drowned! It is an acci- 
dent,^' 

THE REWARDS OF PRACTISE 

It is obvious that experience in 
court-room work is the best guide and 
teacher of the trial lawyer. It is 
through actual experience that he learns 
to read men, and to know how they are 
convinced and persuaded. But this does 
not obviate the necessity for careful 
study and preparation. The more he 
knows about his subject, and the better 
he has it in hand because of previous 
painstaking practise, the greater will 
be his chances of success. 

The chief value of experience in 
court-room work is that it brings poise 
and self-confidence to the speaker. Fa- 
miliarity, in this respect, should bring 
to him a proper sense of power. Rufus 
Choate wielded a singular influence over 

66 



THE LAWYER 

those who heard him. It is said that 
he presided over the court scene with 
an air of easy superiority, yet withal 
he was uniformly gracious and concilia- 
tory. 

SECRETS OF SUCCESS IN EXAMINATION 

In the examination of witnesses the 
lawyer requires a large degree of re- 
sourcefulness and adaptabilty. Set 
formulas will be of little avail. No 
two witnesses are precisely alike. The 
lawyer must look for the vulnerable 
point in the testimony and know how 
to uncover it to the court. 

It is beneficial for the lawyer to 
read the records of actual trials, show- 
ing the line of questions successfully 
used by the examining lawyers, and to 
note their methods of procedure. A 
book of exceptional value, containing 
such e:xaniples, is ^^The Art of Gross- 
er 



HOW TO SELL THROUGH SPEECH 

examination/' by Francis L. Wellman, 
from which I quote the following: 

^^It requires the greatest ingenuity; 
a habit of logical thought; clearness 
of perception in general; infinite pa- 
tience and self-control; power to read 
men's minds intuitively, to judge of 
their characters by their faces, to ap- 
preciate their motives; ability to act 
with force and precision; a masterful 
knowledge of the subject-matter itself; 
an extreme caution; and, above all, the 
instinct to discover the weak point in 
the witness under examination.'' 

THE POWER OF BREVITY 

It is surprizing how much can be 
conveyed sometimes in a brief address. 
One of the shortest and most effective 
speeches ever made in the House of 
Commons was the result of a speaker 
breaking down in his maiden speech. 

68 



THE LAWYER 

Lord Ashley, who sat in the Commons 
in 1695, before he succeeded his father 
as Earl of Shaftesbury, was a staunch 
supporter of a bill to grant the ser- 
vices of counsel to prisoners tried for 
high treason. When he rose to speak 
he found himself dumb. The House 
cheered him as a new member, and by 
a desperate effort he uttered one sen- 
tence. ^^If, sir/' said he, ^^I, who now 
rise only to give my opinion on the 
bill, am so confounded that I am un- 
able to express what I propose to say, 
what must be the condition of that man 
who, without any assistance, is pleading 
for his life?" He sat down, having 
convinced his hearers. 

SINCERITY ESSENTIAL TO SUCCESS 

Discerning judges and juries are 
quick to observe whether an advocate 
is sincere or not. Emerson once said, 

69 



HOW TO SELL THROUGH SPEECH 

^'I have heard an experienced coun- 
sellor say that he never feared the 
effect upon a jury of a lawyer who 
does not believe in his heart that his 
client ought to have a verdict. If he 
does not believe it his unbelief will 
appear to the jury, despite all his pro- 
testations, and will become their un- 
belief. This is that law whereby a work 
of art, of whatever kind, sets us in the 
same state of mind wherein the artist 
was when he made it. That which we 
do not believe we can not adequately 
say, tho we may repeat the words never 
so often. It was this conviction which 
Swedenborg exprest when he described 
a group of persons in the spiritual 
world endeavoring in vain to articulate 
a proposition which they did not be- 
lieve; but they could not, tho they 
twisted and folded their lips even to 
indignation/' 

70 



THE LAWYER 

HOW TO ACQUIRE DELIBERATENESS 

One of the most valuable qualities 
for an advocate to possess is that of 
deliberateness. It should be persist- 
ently cultivated until it becomes an 
unconscious habit of daily thought and 
conduct. Its importance was empha- 
sized some years ago by one who said, 
''No one in a hurry can possibly have 
his wits about him; and remember, that 
in law there is ever an opponent watch- 
ing to find you off your guard. You 
may occasionally be in haste, but you 
never need be in a hurry; take care — 
resolve — never to be so. Eemember 
always that others' interests are occu- 
pying your attention, and suffer by 
your inadvertance — by that negligence 
which generally occasions hurry. A 
man of first-rate business talents — one 
who always looks so calm and tran- 
quil that it makes oneself feel cool 
71 



HOW TO SELL THROUGH SPEECH 

on a hot sununer's day to look at him 
— told me that he had never been 
in a hurry but once, and that was for 
an entire fortnight at the commence- 
ment of his career. It nearly killed 
him; he spoiled everything he touched; 
he was always breathless and harassed 
and miserable. But it did him good 
for life; he resolved never again to 
be in a hurry — and never was, no not 
once, that he could remember, during 
twenty-five years' practise! Observe, I 
speak of being hurried and flustered — 
not being in haste, for that is often 
inevitable; but then is always seen the 
superiority and inferiority of different 
men. You may, indeed, almost define 
hurry as the condition to which an in- 
ferior man is reduced by haste. I one 
day observed, in a committee of the 
House of Commons sitting on a railway 
bill, the chief secretary of the company, 

72 



THE LAWYER 

during several hours, while great in- 
terests were in jeopardy, preserve a 
truly admirable coolness, tranquillity, 
and temper, conferring on him immense 
advantages. His suggestions to coun- 
sel were masterly, and exquisitely well- 
timed; and by the close of the day he 
had triumphed. ^How is it that one 
never sees you in a hurry?' said I, as 
we were pacing the long corridor, on 
our way to the committee-room. 'Be- 
cause it's so expensive,' he replied, 
with a significant smile. I shall never 
forget that observation; and don't 
you.'' 

Deliberateness is essential to a proper 
degree of self-possession. This does 
not mean that a speaker should hesi- 
tate in his delivery, nor become tedi- 
ously slow, but that he is to take all 
the time necessary to articulate dis- 
tinctly, think clearly of what he wishes 

73 



HOW TO SELL THROUGH SPEECH 

to say, and thus help his hearers to 
grasp his meaning with the least effort 
on their part. 

Here, again, the advocate who has 
prepared his speech thoroughly, con- 
densing his thoughts into the fewest 
words, will feel free to take the time 
required to speak in a deliberate style, 
as opposed to the man who is forced 
into a rapid delivery by the realization 
of having much to say in a little space 
of time. 

HOW TO MAKE A SPEECH CLEAR 

The advocate must be clear in his 
statements and arguments, else his 
cause will be impaired. ^^In purely 
argumentative statement, or in the 
argumentative division of mixed state- 
ments, and especially in argumentative 
speeches, it is essential that the issue 
to be proved should be distinctly ax^ 

74 



THE LAWYER 

nonnced in the beginning, in order 
that the tenor and drift that way of 
everything that is said may be the 
better apprehended; and it is also use- 
ful, when the chain of argument is long, 
to give a forecast of the principal 
bearings and junctures, whereby the 
attention will be more easily secured 
and pertinently directed throughout the 
more closely consecutive detail, and 
each proposition of the series will be 
clenched in the memory by its fore- 
known relevancy to what is to follow.'' 
Sincerity is one of the most valuable 
assets of the advocate. He will carry 
weight mth his hearers largely in the 
proportion that he means what he says. 
There is a tacit condemnation of things 
''done merely for effect,'' and men in- 
stinctively turn away from a speaker 
whose sole object is approbation. 



75 



HOW TO SELL THROUGH SPEECH 
THE WEAKNESS OF BOMBAST 

As an observer has said, ^^Who does 
not know what it is to listen to public 
speakers pouring forth expressions of 
hollow belief and sham enthusiasm, 
snatching at commonplaces with a fer- 
vor as of faith, emphasizing insinceri- 
ties as if to make up by emphasis what 
is wanting in feeling, all the while say- 
ing not only what they do not believe, 
but what the listeners know they do 
not believe, and what the listeners, tho 
they roar assent, do not themselves 
believe — a turbulence of sham, the very 
noise of which stuns the conscience? 
Is such an orator really enviable, ejtho 
thunders of applause may have greeted 
his efforts? Is that success, altho the 
newspapers all over the kingdom may 
be reporting the speech? "What influ- 
ence remains when the noise of the 
shouts has died away? "Whereas, if 

76 



THE LAWYER 

on the same occasion one man gave 
utterance to a sincere thought, even if 
it were not a very wise thought, altho 
the silence of the public — perhaps its 
hisses — ^may have produced an impres- 
sion of failure, yet there is success, for 
the thought will appear and mingle with 
the thoughts of men to be adopted or 
combatted by them, and may perhaps in 
a few years mark out the speaker as 
a man better worth listening to than 
the noisy orator whose insincerity was 
so much cheered/' 

The lawyer will do well to avoid 
personalities and digressions. His chief 
business as advocate is to elicit and 
elucidate facts. The ultimate purpose 
of his speech is to convince and per- 
suade his hearers, and thereby to win 
a favorable decision. Webster care- 
fully abstained even from positiveness 
of assertion. 

77 



HOW TO SELL THROUGH SPEECH 
STUDY AS A WAY TO SUCCESS 

It is erroneous to think that great 
lawyers have relied upon their native 
ability rather than upon conscientious 
study and practise. All the great 
speakers have been diligent students 
in private. It is said that William 
Pinkney, the most distinguished lawyer 
of his time, was once heard ^^ about 
five o'clock of a winter morning recit- 
ing and committing to memory, in his 
room, the peroration of a plea which 
he delivered the same day before the 
Supreme Court." 

The source of Daniel Webster's power 
is indicated largely in this incident: 

^'On a certain occasion Mr. Webster 
startled the Senate by a beautiful and 
striking remark in relation to the ex- 
tent of the British empire, as follows: 
^She has dotted the surface of the 
^hole globe with her possessions and 

78 



THE LAWYER 

military posts, whose morning drum- 
beats, following the sun and keeping 
company with the hours, circle the earth 
daily with one continuous and unbroken 
strain of the martial airs of England.' 
On going out of the Senate, one of the 
members complimented Mr. Webster 
upon this, saying that he was all the 
more struck with it as it was evidently 
impromptu. ^You are mistaken,' said 
Mr. Webster; ^the idea occurred to me 
when I was on the ramparts of Quebec 
some months since. I wrote it down 
and rewrote it, and after several trials 
got it to suit me, and laid it up for 
use. The time came to-day, and so I 
put it in.' " 



79 



I 



THE WOMAN SPEAKER 



811 



THE WOMAN SPEAKER 

HER PLACE IN PUBLIC LIFE 

It is generally recognized that women 
have now entered into a larger sphere 
of personal activity and service, and 
that they are destined to play an in- 
creasingly important part in molding 
public opinion and legislation. 

Women are called upon as never be- 
fore to present from public platform 
and elsewhere vital questions and prob- 
lems affecting the general welfare. 
There is a constant and ever-increasing 
demand for their services as public 
speakers and leaders. 

The cardinal rules for effective pub- 
lic speaking laid down for men are 
equally applicable to women. Sim- 
plicity, sincerity, and directness are 
83 



HOW TO SELL THROUGH SPEECH 

indispensable qualities for any speaker 
to possess who aspires to convince and 
persuade others. 

SPECIAL SUGGESTIONS FOR WOMEN 
SPEAKERS 

It is well, however, for the woman 
speaker to realize that an audience 
does not expect her to speak in a mas- 
culine style. Her voice will probably 
be less powerful than that of a man, 
but it should be clear, carrying, and 
musical. She may use less physical 
action, but she will none the less em- 
phasize important ideas by means of 
inflection and earnestness. 

Masculinity in a woman speaker is 
offensive. To try to simulate a man's 
style of speaking is almost surely fatal 
to success. She should realize that her 
femininity is one of her greatest charms 
as a public speaker, and in many ways 
iter most valuable asset. 

84 



THE WOMAN SPEAKER 
A TRIBUTE TO WOMEN AS SPEAKERS 

A French authority on public speak- 
ing has paid this tribute to women : 

*^ Women naturally speak better than 
men. They express themselves more 
easily, more vividly; with more arch 
simplicity, because they feel more rap- 
idly and more delicately. Hence the 
loquacity with which they are re- 
proached, and which is an effect of 
their constitution and temperament. 
Hence there are so many women who 
write in an admirable and remarkable 
manner, altho they have studied neither 
rhetoric nor logic, and even without 
knowing grammar or orthography. 
They write as they speak; they speak 
pretty much as the birds sing — and 
their language has the same charm. 
Add to this the sweetness of their 
organ, the flexibility of their voice, the 
variety of their intonations, according 

85 



HOW TO SELL THROUGH SPEECH 

to the feeling whicli animates them; 
the mobility of their physiognomy, 
which greatly increases the effect of 
words, the picturesqueness of their ges- 
tures, and, in short, the gracefulness 
of their whole exterior: thus, altho not 
destined for orators by their sex or 
social position, they have all the power 
of the orator, and all his success, in 
their sphere, and in the circle of their 
activity. For none better know how to 
touch, persuade, and injfluence, which, I 
think, is the end and the perfection of 
eloquence/^ 

The principal rules for conversation 
may be applied with advantage to pub- 
lic speaking. A cardinal rule in good 
talking is to avoid over-emphasis in 
voice, word, and expression. A too 
positive tone or manner is usually detri- 
mental to a speaker's cause. 

Daily habits of conversation tend to 

86 



THE WOMAN SPEAKER 

disclose themselves in one's public 
speaking. Such common faults as high 
pitch, rapid utterance, careless articu- 
lation, and slipshod use of words, 
should be sedulously avoided. 

Just as in social intercourse it is 
easiest always to talk about what the 
speaker herself knows best, so in public 
speaking she will be most effective and 
eloquent who is most thoroughly in- 
formed about her subject. Moreover, 
accurate knowledge is the only sure 
foundation upon which to build a 
proper sense of self-confidence. 

Considerateness in conversation is a 
vital rule. You are enjoined to curb 
loquacity. This is equally important 
in your public speaking. Say too little 
rather than too much. Vigorously 
check any tendency toward verbosity or 
discursiveness. 



87 



HOW TO SELL THROUGH SPEECH 

ACQUIRING EFFECTIVE DELIVERY 
A low-pitched voice and a deliberate 
style of utterance are as desirable in 
public speaking as they are in conver- 
sation. The low keys are usually the 
most melodious, and when combined 
with distinct articulation, are most 
pleasing to the listener. They suggest, 
too, poise and self-control in the 
speaker. A deliberate style gives a 
speaker opportunity to arrange her 
thoughts and words in better sequence, 
and therefore to convey her meaning 
with greater clearness. 

Eepose of manner was considered so 
important by the elder Salvini, the 
great Italian actor, that he had his 
attendants bind him hand and foot be- 
fore he practised aloud the most in- 
tense passages from Othello. In this 
way he learned to put force into the 

88 



THE WOMAN SPEAKER 

intensified tones of his voice without 
undue bodily action. 

Cultivate poise as a daily habit of 
thought and conduct, so that it will be 
natural for you to speak in poise when 
addressing an audience. You accom- 
plish your best work in any line of 
endeavor when you proceed deliber- 
ately, doing each thing with an inner 
sense of tranquillity and confidence. 
It is characteristic of certain peo- 
ple that they are free from nervous 
haste and anxiety. They have secured 
control of their powers, and have 
learned to direct them toward definite 
purposes. Look to the quality of your 
speaking rather than to the quantity. 
Take up each subject in regular order, 
work it out to the best of your ability, 
then proceed to the next. 

There is no better preliminary prac- 
tise for you as a public speaker than 
89 



HOW TO SELL THROUGH SPEECH 

to read aloud daily in the home circle 
and to discuss critically what you have 
read. This serves the purpose of fit- 
ting words to the lips, and at the same 
time of increasing your fund of useful 
ideas. 

VALUE OF VARIETY IN EXPRESSION 

The thoughts to which you give ex- 
pression will impress different minds 
in different ways. One class of hearers 
are open-minded, attentive, mentally 
alert, and sympathetic. Another class 
are prejudiced, indifferent, mentally 
slow, and possibly antagonistic. 

In order to reach all of your hearers, 
therefore, it will be necessary for 
you not only to express your ideas with 
clearness, but also to present them in 
various ways. An idea which in one 
form of words fails to impress certain 
hearers, may be made effective by be- 
ing repeated in different phraseology, 
90 



THE WOMAN SPEAKER 

or by introducing a fresh illustration 
or argument. 

Culture imposes constant and careful 
self-discipline. Be quick to check every 
undesirable habit in yourself. Keep 
your daily thoughts upon an exalted 
plane. How often resolutions are made 
only to be broken at the next serious 
test. When you sincerely desire to rid 
yourself of a certain fault, you must 
do something more than resolve. Eeal- 
ize and dwell upon the necessity of 
eliminating such fault if you are ever 
to occupy your high and rightful place 
in the world. Always fortify your reso- 
lutions mth every possible means for 
enforcing them. 

The best type of modem public 
speaking is explanatory rather than 
argumentative. Hence it is that an 
ingratiating manner may persuade, 
where a dogmatic style may have the 

91 



HOW TO SELL THROUGH SPEECH 

opposite effect. Cardinal Newman's 
^^May I suggest this point of view?'' 
will probably accomplish better results 
than the emphatic assertion, ^^I yield 
to no one!'^ 

POWER FROM MEDITATION 
Form the habit of meditating upon 
an important subject for a specified 
time each day. Some one has said that 
meditation has gone out of fashion. 
Doubtless the rank and file of people 
think they have no time for medita- 
tion, and are victims of a life of 
monotonous routine and haste. Again, 
many people who have the time to 
meditate do not recognize its great 
practical value. They confuse it with 
day-dreaming and the building of 
castles in the air. 

But all the great leaders in the world 
have been in the habit of meditating 

92 



THE WOMAN SPEAKER 

at regular daily intervals. You can 
test its value for yourself, by sitting 
down for five minutes and reflecting 
carefully upon the events of the past 
day. Think of how you have employed 
your time and talents, what you have 
definitely aimed to do and what you 
have actually accomplished. Think of 
ways in which you can improve your 
personal methods. Think, too, of your 
general thought habits. What subjects 
of importance have you thought about? 
Has your thinking been haphazard, in- 
definite, or indifferent? Have you al- 
lowed your thoughts to pass through 
your mind like a quick-moving stream, 
with no conscious effort on your part 
to check or control them? 

Form the valuable habit, as I have 
suggested, of thinking deliberately. 
Thoughts come so readily and in such 
abundance that few persons realize 

93 



HOW TO SELL THROUGH SPEECH 

their worth, and so permit them to pass 
quickly into the mind and quickly out 
again, leaving no impression of perma- 
nent value. You realize how important 
it is to discipline the body through 
physical exercise. You must constantly 
remind yourself to straighten your 
spine, to sit and walk erect, to keep 
the chin up and the head back, to 
breathe deeply, and to do other things 
which promote good health. But since 
the mind governs the body, how much 
more important it is to discipline your 
mind, to give it daily exercise in those 
habits which you wish to become auto- 
matic. 

DEVELOPING MENTAL POWER 

You have the power to check the 
stream of thought which usually runs 
through your mind, and you have the 
power also to direct that stream of 

94 




THE WOMAN SPEAKER 

thought into such channels as you 
choose. Moreover, you can so check 
the stream of thought that it will move 
slowly and still more slowly, in the 
very attempt you make to analyze and 
examine its character. You can say 
to yourself, ^^I intend to think slowly, 
deliberately, carefully, taking one sub- 
ject at a time and concentrating upon 
it until I have reached satisfactory con- 
clusions. '^ This is a practical way to 
develop deep and deliberate thinking. 

The other dav a shrev/d observer was 
looking at a man who had a solemn 
expression on his face. The first man 
said to a friend with him: ^^See that 
man over there ? He thinks he is think- 
ing, but he isn't. He is only rearrang- 
ing his prejudices!'' 



96 



HOW TO SELL THROUGH SPEECH 
HOW WRITING WILL HELP YOU 

Form the habit of writing out each 
day some of your best thoughts. This 
will be valuable to you in many ways. 
First, it will compel you to be definite 
and deliberate. If your thought tends 
to run much in advance of your pen 
or pencil, the act of writing will check 
your thought, like reining in an unman- 
ageable horse, and hold it back until 
the would-be fugitive thoughts are se- 
cured on paper. 

Writing always tends to clarify 
thought. Many ideas which you carry 
in your mind will assume a surprizing 
haziness when you attempt to put them 
into writing. You can test this by 
asking yourself the definition of almost 
any word. Then write your definition 
on paper, and compare it with that 
given in your dictionary. 

Writing is valuable in forming a de- 



THE WOMAN SPEAKER 

sirable English style. It gives fluency 
and facility in the use of words. It 
makes you familiar not only with your 
subject, but also with the medium of 
expression. It is a habit you will do 
well constantly to cultivate. 

SYSTEMATIZING YOUR KNOWLEDGE 

Take pains to organize your knowl- 
edge. The mind of the average person 
is in much the same condition as a 
disorderly desk. Things are so disar- 
ranged that they are not readily avail- 
able for use. You have seen such a 
desk. Papers are scattered here and 
there, consequently when the owner 
wants a particular paper he must make 
a special search for it. And so he con- 
ducts his day's business in a mental 
state of confusion and anxiety. Little 
wonder such a man is worn out at the 
close of the day. If you were to ex- 

97 



HOW TO SELL THROUGH SPEECH 

amine his mind you would find that it 
was directly responsible for the dis- 
order of his desk. 

To make your knowledge most valu- 
able as well as available to you, it is 
necessary to organize and systematize 
it. You should have mental pigeon- 
holes, into which you can place, so to 
speak, ideas, facts, opinions, judgments, 
and other data, relating to a particular 
subject. This mental classification 
should be done so thoroughly that you 
can at a moment's notice take from a 
mental pigeon-hole all the accumulated 
ideas of importance which you have 
gathered on that subject. 

You should become, as far as possible, 
master of the subject which you essay 
to speak upon. You should so saturate 
yourself with it that you presumably 
know more about it than any of your 
hearers. Study, meditate, and dwell 

98 



THE WOMAN SPEAKER 

upon it. Carry it uppermost in your 
mind for days. There must be intelli- 
gent method and practise in order to 
become an efficient speaker. 

THE DANGER OF SAYING TOO MUCH 

Many persons have ruined their 
careers by talking too much — ^they have 
been victims of their own loquacity. 
The public are generally well agreed 
as to the proper length of a good 
speech. Some speeches are long if they 
exceed ten minutes, while others are 
short if they last an hour. It depends 
much upon the speaker and the subject. 

It is difficult to account for the ten- 
dency to make inordinately long 
speeches. Persons in whose intelligence 
you ordinarily have the highest confi- 
dence, will stand up to make speeches, 
and suddenly their connnon sense and 
discretion seem to take wings. 
99 



HOW TO SELL THROUGH SPEECH 

As a public speaker you must of 
necessity read books. To read a good 
book is an event in one's life, or rather 
it should be. Concentrate upon the 
book you are reading so that you will 
absorb the deepest, fullest, and most 
significant message of the author. A 
book should among other things teach 
you to live generously and nobly. 

Eead the books that interest you 
most, but be sure that you are most 
interested in the best books. You can 
cultivate such an interest, if you have 
it not already, by dwelling upon the 
thought of what such reading will con- 
fer upon you by way of knowledge, 
happiness, and personal usefulness. 

In many respects the daily news- 
paper is a wonderful prodlict. It 
makes you acquainted with the world. 
It keeps you in touch with the great 
march of progress of men and coun- 
100 



THE WOMAN SPEAKER 

tries. But you must be careful not 
to give too much time to this, since 
indiscriminate newspaper reading may 
easily lead to bad mental habits. 

It is the quality of your reading that 
is of vital importance. Hence good 
reading is that which exercises your 
mental powers of analysis, comparison, 
and judgment, and ivhich at the close 
of your reading leaves you wiser, 
nobler, and better than when you began. 

Eead a serviceable book several times 
if necessary to impress its contents on 
your mind. Eead it slowly. Talk about 
it to your friends and acquaintances. 
Make notes on it. Underscore striking 
passages, so as to make them your per- 
sonal possession. One of the best tests 
of your having assimilated the thoughts 
of a good book is to give its substance 
in your own words. 

It is better to read a few books and 

101 



HOW TO SELL THROUGH SPEECH 

understand them thoroughly than to at- 
tempt to cover too large a field of 
reading. Eead slowly and attentively. 
Use your pencil freely. Eeflect upon 
the subject of the book. Talk about it. 
Make an abridgment of it. Fix im- 
portant parts in your memory. 

SUGGESTIONS ON THE CHOICE OF 
BOOKS 

I wish to add a few suggestions in 

regard to books and reading, tho it is 

not the intention to lay down arbitrary 

rules. The average person insists upon 

his right to choose books for himself, 

and is inclined to resent advice as to 

what he should or should not read. He 

.thinks he knows better than any one 

else the object he has in view and the 

kind of book he wants to read. Then, 

too, the choice of books is often a 

matter of viewpoint and education. 

What one thinks trashy and insipid, 

102 



THE WOMAN SPEAKER 

may appeal to another as interesting 
and entertaining. 

The fact, however, that from time to 
time lists of the best books have been 
formulated by such eminent men as 
Sir John Lubbock, John Ruskin, Canon 
Farrar, Hamilton Wright Mabie, Dr. 
Charles W. Eliot, and others, would 
indicate that there is mdespread inter- 
est in this subject, and that there are 
some persons who realize the need for 
helpful counsel in this respect. 

Readers may be divided into three 
classes : 

First, those who read for amuse- 
ment, recreation, and relaxation. In a 
sense, it does not matter what they 
read, if it serves their purpose. The 
question is whether one who wants to 
read merely for recreation might not 
profitably combine this object with the 
higher one of also furnishing the mind 

103 



HOW TO SELL THROUGH SPEECH 

with useful knowledge. At one period 
of life, one may take pleasure in read- 
ing mediocre novels, while at a later 
period in life, when the judgment and 
taste have been more highly developed, 
one would be nauseated by such read- 
ing. 

A second class of readers are those 
who read for knowledge pure and sim- 
ple. They are in quest of facts. Their 
pursuit is wholly intellectual. They 
want information. They are students 
usually of one subject, and are bent 
upon a clear and definite purpose. 

The third and highest class of read- 
ers are those who read for knowledge, 
enrichment of mind, and personal cul- 
ture. These are fastidious in their 
choice and use of books. They always 
seek the best, and are willing to devote 
all the thought and time necessary to 
secure it. 

104 



THE WOMAN SPEAKER 

You elect for yourself the class of 
readers to which you belong. You can 
be a superficial, pleasure-seeking reader, 
a student reader, or a reader for cul- 
ture of the mind and heart. 

We should have the moral courage 
to say we have not read the latest novel 
or magazine. It is usually to our credit 
if we can make such acknowledgment, 
since conservative readers seldom have 
time or inclination to read the latest 
books. An eminent writer of old 
avowed that if he read as much as some 
people he would know as little. 

GOOD RULES FOR READING 

Emerson gave three rules for read- 
ing books: 

1. Never read a book less than a 
year old. 

2. Never read other than famed 
books. 

105 



HOW TO SELL THROUGH SPEECH 

3. Never read a book you do not like. 

The first rule is a good one, but 
should not be enforced too strictly. 
For example, Arthur C. Benson, the 
English essayist, writes in uniformly 
attractive style. One feels confident 
that any book of essays from his pen 
would be well worth reading. In a 
previous dozen or more books he has 
not once failed his readers. Therefore, 
one should feel justified in reading 
any book that might come fresh from 
his mind. 

Emerson doubtless intended his rule 
to be a warning against the precipitous 
habit of reading the latest books irre- 
spective of their value and authorship. 
The tendency is still common. The 
majority of persons are superficial 
readers, and are therefore inclined to 
read what is new rather than what is 
tested and informing. To read only 

106 



THE WOMAN SPEAKER 

famed books is an admonition much 
needed. The rule might be modified in 
this way: Read at least three of the 
world's great books to one that is 
mediocre or commonplace. Once you 
have formed a taste for great books, 
you will soon lose interest in inferior 
ones. 

The rule to read only those books 
which one likes should be supplemented 
with the caution that one should first 
be sure that one likes the best books, 
and then this rule will simply be a 
repetition of the second rule. 

It is a good plan to provide your- 
self with a few good books printed in 
compact form. There are the Mac- 
millan Pocket Classics, from which you 
may choose Emerson's Essays, Frank- 
lin's Autobiography, Irving 's Sketch 
Book, Milton's Paradise Lost, Pal- 
grave's Golden Treasury, Euskin's 

107 



HOW TO SELL THROUGH SPEECH 

Sesame and Lilies, and other books 
of the first class. 

Everyman's Library furnishes a 
large series of books in convenient 
form, from which you may choose Mat- 
thew Arnold's Essays, Speeches by 
Abraham Lincoln, F. W. Eobertson's 
Sermons, Carlyle's French Eevolution, 
Mazzini's Duties of Man, Marcus 
Aurelius' Meditations, William Law's 
Serious Call to a Devout and Holy 
Life, and others of equal value. 

Every one should cultivate the taste 
for poetry. The poet gives us truth 
exprest with beauty, charm, and vivid- 
ness. He reveals and interprets what 
we can not readily see for ourselves. 
It is a good thing to memorize some 
of the great poems, so that these melo- 
dious songs will sing in the mind as 
one works in the office or walks afield. 

Own the books you read, and keep 

108 



THE WOMAN SPEAKER 

them. You are familiar with the type 
of book-borrower who for some inex- 
plicable reason never returns a book. 
There should be a day of national 
himiiliation when all borrowed books 
should be returned to their rightful 
owners. *' Neither a borrower nor a 
lender be/' is quite as applicable to 
books as it is to money or umbrellas. 

Some one has said that no man can 
possibly have a proper feeling of self- 
respect unless he owns at least a thou- 
sand books. That may be an exag- 
gerated statement, but there is no doubt 
that the ownership of a few well-chosen 
books confers upon the owner a sense 
of dignity and personal worth which 
he would not have without them. 

The real test of your culture is the 

level to which your thoughts naturally 

turn when not consciously directed. 

When your sincere desire is to dwell 

109 



HOW TO SELL THROUGH SPEECH 

only with noble ideas, this will tend 
eventually to establish itself as a regu- 
lar habit of thought. Hence it is that 
some people carry with them wherever 
they go an inner world of truth, beauty, 
and nobility, so that whether they are 
meditating in solitude or amid the 
bustle of men, they never lose their 
tranquillity of mind nor superiority of 
thought. 

It is an excellent plan to talk over 
with a congenial friend the particular 
subject you have been reading. The 
friendly contact of minds clarifies the 
thought and helps to impress upon the 
memory new acquisitions of truth. 

VALUE OF RECITATION 

The public speaker, the student of 

literature, the scholar, the teacher, the 

business and professional man and 

woman, in short, every one interested 

no 



THE WOMAN SPEAKER 

in self -culture, should devote some time 
to the memorizing and reciting aloud 
of well-chosen selections of prose and 
poetry. 

The practise of recitation confers 
many benefits upon the reader. It af- 
fords opportunity for voice training, 
effective expression, use of gesture, 
strengthening the memory, and culti- 
vating the faculty of interpretation. To 
recite aloud, for a few minutes daily, 
selections from the- world's master- 
pieces of poetry and oratory, is one 
of the best means of enriching the 
mind and developing nobility of char- 
acter. 



Ill 



THE PREACHER 



lit 



THE PREACHER 

As a preacher you have for the ma- 
terial of your sermons a choice of the 
greatest subjects which can engage the 
minds of men. This is a special ad- 
vantage to you, since presumably you 
will command an audience of interested 
and attentive hearers. 

VITAL IMPORTANCE OF A CENTRAL 
IDEA 

The first thing of importance is to 
set before your mind a single subject 
and definite aim, and as far as possible 
make everything contribute to that pur- 
pose. A good sermon can be summed 
up in a single great idea. The ten- 
dency of the inexperienced speaker is 
to attempt to cover too large a field at 
one time. 

115 



HOW TO SELL THROUGH SPEECH 

The connsel of Cardinal Newman may 
be followed with advantage: 

^^I would go the length of recom- 
mending the preacher to place a distinct 
categorical proposition before him, such 
as he can write down in the form of 
words, and to guide and limit his prepa- 
ration by it, and to aim in all he says 
to bring it out, and nothing else/^ 

The better you can assemble your 
ideas, arguments, and illustrations, 
around one great central truth, the 
better will be your discourse. Definite- 
ness of aim is always essential to hit- 
ting the target. 

HOW BEECHER LEARNED TO PREACH 

Henry Ward Beecher once gave this 
illuminating account of his personal 
experience : 

^^I had preached two years at Law- 
renceburg, Indiana, when I went to 
116 



II 



THE PREACHER 

Indianapolis. While there I was mucli 
discontented. I had been discouraged 
for two years. I had expected that 
there would be a general interest, and 
especially in the week before the com- 
munion season. In the "West we had 
protracted meetings, and the people 
would come up to a high point of feel- 
ing, but I could never get them beyond 
that. They would come down again 
and there would be no conversions. I 
said there was a reason why, when the 
apostles preached, they succeeded, and 
I will find it out, if it is to be found out. 
^'I took every single instance in the 
record, where I could find one of their 
sermons, analyzed it, and asked myself, 
^What were the circumstances? Who 
were the people? What did he do?' 
and I studied the sermon until I got 
this idea : That the apostles were accus- 
tomed first to feel for a ground on 
ii7 



HOW TO SELL THROUGH SPEECH 

which the people and they stood to- 
gether, and a common ground where 
they could meet. Then they heaped 
up a large number of particulars of 
knowledge, which everybody would ad- 
mit, placed in a proper form before 
their minds, then they brought it to 
bear upon them with all their excited 
heart and feeling. 

^^That was the first definite idea ot 
taking aim that I had in my mind. 
^Now,' said I, ^I will make my sermon 
so.' First I sketched out the things 
we all know. ^You all know you are 
living in a world perishing under your 
feet. You all know that the time is 
extremely uncertain; that you can not 
tell whether you will live another month 
or week. You all know that your des- 
tiny in the life that is to come depends 
upon the character you are forming 
in this life,' and in that way I went 
118 



THE PREACHER 

on with my 'You all knows/ until I 
had about forty of them. Then I turned 
and brought it to bear upon them with 
all my might, and seventeen men were 
awakened under that sermon. 

^'I never felt so triumphant in my 
life. I cried all the way home. I said 
to myself, 'Now I know how to preach.' 
I could not make another sermon for a 
month that was good for anything. I 
had used up all my powder and shot 
on that one. But for the first time in 
my life I had got the idea of taking 
aim. I soon added to it the idea of 
analyzing the people I was to preach 
to, and so taking aim for specialties. 
Of course this came gradually and, 
later, with growing knowledge and ex- 
perience.'' 



n& 



HOW TO SELL THROUGH SPEECH 

HAVE A DEFINITE AIM FOR YOUR 

SERMON 

Yon will not be so likely to wander 
away from your main subject in ex- 
tempore preaching if you have clearly 
defined in advance the point from 
which you intend to start, the precise 
route you will travel, and the exact] 
destination you desire to reach. It is 
the difference between doing a thing 
with certainty and doing it merely by 
chance. 

An eminent authority paints this pic- 
ture of the extemporaneous preacher 
who is without a definite aim : 

^^He is exposed to all the adverse 
influences which are seldom wanting on 
such an occasion. A sudden noise in 
the church, an unexpected disturbance, 
an unforeseen distraction, is quite 
enough to confuse him; and, hence, un- 
supported as he is by a manuscript or 
120 



THE PREACHER 

copious notes, he will infallibly, nnlesi 
he can fall back strongly on a sharp, 
clear, precisely defined leading idea, 
lose his way, and after floundering more 
or less hopelessly, amongst the pitfalls 
which surround his path, be finally bur- 
ied in an abyss of confusion and inex- 
tricable disorder. '' 

IMPORTANCE OF THOROUGH 
PREPARATION 

There is a common complaint that 
many sermons are lacking in thorough- 
ness of content. The material is mani- 
festly thrown together hurriedly and 
without due consideration. The busy 
preacher, possibly for reasons which 
seem to him justifiable, enters the pul- 
pit without having made that painstak- 
ing preparation so essential to effective 
public address. 

However pressing and onerous his 
other duties, the preacher should al- 

121 



HOW TO SELL THROUGH SPEECH 

ways allow himself ample time in which 
to meditate deeply and earnestly upon 
the subject of his sermon. He should 
not only brood over it, but become so 
thoroughly saturated with it that when 
he stands up to speak he will have the 
inner power and inspiration which come 
only from right preparation. 

ADVANTAGES AND DISADVANTAGES 
OF MANUSCRIPT 

You will decide for yourself whether 
to read your sermon from a manu- 
script, or preach extemporaneously. It 
is well to bear in mind, however, that 
there is a widespread public preference 
for the latter method. Occasionally 
there is a preacher who can speak 
effectively from a manuscript, but he 
is a rare exception. The majority of 
successful preachers have adopted the 
extemporaneous method. 
J28 



THE PREACHER 

A manuscript will almost surely get 
between you and your hearers. Tho 
you may accustom yourself, through 
long practise, to cast your eyes ahead 
and take in several words at a glance, 
there will be constant interruption in 
the eye-to-eye communication between 
you and the congregation, and the con- 
sequent and almost certain loss of 
power on your part. 

If, however, you feel bound for some 
reason to the use of a manuscript, then 
learn to read it well. Practise reading 
aloud daily, until you can express your- 
self in the easy and natural style of 
good conversation. In other words, 
learn to talk from the written page. 

This will obviate many of the most 
serious objections to the use of the 
manuscript, and especially the almost 
inevitable monotony or ^^ sing-song" 
associated with that form of delivery. 
123 



HOW TO SELL THROUGH SPEECH 

Train your eyes to precede the voice 
in reading, and look at your congrega- 
tion as much as you possibly can under 
the circumstances. 

A clergyman in one of the largest 
churches in New York City recently 
preached to an evening congregation 
numbering less than fifty persons. The 
church was comfortable and artistic, 
the music exceptionally good, and the 
natural expectation of a visitor was to 
find the church filled to capacity. 

What was amiss? 

Possibly it was the fact that the 
preacher read from a manuscript. He 
enunciated each word with meticulous 
care and accuracy. He looked up sel- 
dom, and then not at the congrega- 
tion, but at the side and into empty 
space. He read with a certain variety 
of voice, but it was the variety of 
monotony, since he repeated over and 

124 



THE PREACHER 

over again the same intonations of 
voice. 

He used no movements of the arms 
or hands, except once to scratch his 
forehead, and again to scratch the side 
of his nose. His delivery was lifeless, 
and therefore practically aimless. When 
at last he concluded, no one would have 
known it only that he asked the con- 
gregation to join in singing a hymn. 

What saved this sermon from utter 
failure was the exceptionally fine dic- 
tion of the speaker. His words were 
put together with rare skill and felicity. 
Obviously he himself enjoyed the lit- 
erary quality of his manuscript. There 
was no lack of preparation in the mat- 
ter of polished phrase and musical sen- 
tence. It was a good essay, but it was 
not a sermon. 



198 



HOW TO SELL THROUGH SPEECH 
THE SECRETS OF PULPIT POWER 

A sermon, in order to be really ef- 
fective, must be something more than 
an intellectual product. It must have 
animation, appeal, fire, and earnestness. 
It must not only convince the reason of 
the hearer, but it must pierce his heart 
so that he is roused into action. 

A sermon is not an essay, tho it 
should be good literature. In the high- 
est sense it is a clarion call to obedi- 
ence, self-surrender, duty, and service, 
and therefore should be delivered as 
becoming a great, vital, overmastering 
message to men. 

Preaching of this character is not 
an easy task. It involves laborious, 
self-sacrificing, consecrated work. It 
draws lavishly upon the preacher's 
mental resources and physical vitality. 
It demands much from him, but it 
brings much in return. Extempore 
126 



THE PREACHER 

preaching does not relieve the preacher 
of labor. It is even more exacting 
than the manuscript method, since it 
bears with it the additional responsi- 
bility of carrying the plan and sub- 
stance of the discourse clearly in mind. 
When you speak extemporaneously, 
observe the rules laid down generally 
for effective public speaking. Have in 
your mind a clearly defined outline 
of your sermon — a ^^ mental brief" — 
and have your thoughts so well ordered 
that you can safely trust to the moment 
of delivery for the right words with 
which to clothe them. 

WRITING OUT YOUR SERMON TO 
STRENGTHEN IT 

Write out your sermon in full, if 
for no other reason than to read it 
aloud to yourself. When you are thor- 
oughly convinced of the truth and 
power of your subject, you will the 

127 



HOW TO SELL THROUGH SPEECH 

more readily convince other men. Eead 
your sermon aloud several times, pre- 
ferably on different days, until the 
thoughts are deeply engraved on your 
mind. 

It is impossible for you to have your 
sermon too well prepared. Some ex- 
perienced preachers have frankly ac- 
knowledged that they could do full jus- 
tice to a sermon only after they had 
preached it several times before various 
congregations. Thorough familiarity 
with the subject of your sermon is 
essential to an easy and confident 
delivery. 

It is well to remind yourself fre- 
quently that the best type of modem 
preaching has its basis in a good con- 
versational style. The old-time ^'pul- 
pit tone'' is entirely out of fashion. 
The preacher to-day is tacitly expected 
to deliver his message in direct, sin- 

128 



THE PREACHER 

cere, man-to-man style. So-called ora- 
tory and rhetoric should be used spar- 
ingly and with great discrimination. 

CONVERSATIONAL STYLE IN 
PREACHING 

You unconsciously do most of your 
practising in speech-making in your 
daily conversation. There you form 
habits of voice and expression which 
naturally disclose themselves in your 
public address. Hence the importance 
of being on guard in your most ordi- 
nary daily speech, to enunciate dis- 
tinctly, pronounce correctly, modulate 
expressively, and speak with the sim- 
plicity and sincerity which you wish to 
have in your preaching. 

The most approved style of preach- 
ing is not oratorical, but conversational. 
Your speaking may be elevated at times, 
not in regard to pitch of voice, but in 
intensity. Your voice should be en- 

129 



HOW TO SELL THROUGH SPEECH 

larged, natTirally and symmetrically, to 
reach satisfactorily a large number of 
people. The real basis, however, should 
be conversational, and to this you 
should promptly return if you dis- 
cover yourself speaking in too high a 
key or in a declamatory style. 

AROUSING THE EMOTIONS 
Your work as a preacher is to con- 
vince and persuade. You convince the 
mind, but you persuade chiefly by 
appeal to the heart. Hence you should 
develop and learn to use intelligently 
all your emotional powers. Aim to 
bring to your work all the resources 
of intellect, imagination, feeling, pas- 
sion, and sentiment. 

To this end, read aloud daily, a few 
lines from well-selected chapters of 
the Bible — and from such graphic 
stylists as Gibbon, Meredith, Carlyle, 

130 



THE PREACHER 

Newman, Buskin, Emerson, Stevenson, 
and Hawthorne. 

QUOTATION FOR PRACTISE 

Take, for example, an extract like 
the following, and render it aloud with 
appropriately deep feeling: 

^^The human intellect, it is truly- 
said, first by the greatest of the 
fathers, then repeated by modern 
thinkers — the human intellect is so 
great, first, that it can take exact 
ideas, and then, because it is infinite, 
that it can act instantly upon ideas 
that are real but indistinct. Christ — 
yes, first He is indistinct yet most real 
— real because He entered into history, 
real because He exprest the idea that 
is in the brain and heart of us all; 
indistinct because these little twenty 
centuries have separated us from His 
actual historic life; but a fact to those 

131 



HOW TO SELL THROUGH SPEEC 

who seek Him, because His power is 
to make Himself an inward gift to the 
human soul, because His activity is 
such that He meets us on the altar of 
His sacred sacrament, that He meets 
us in the divine Word to express His 
thoughts, that He meets us in conso- 
lation, that He meets us in absolu- 
tion, in moments of sorrow and of 
prayer. Oh, you are not driven to a 
distant infinity ! Oh, you are not asked 
to rest upon a shadow! Oh, you are 
not besought to play the dreamer or 
the sentimentalist, when you think 
about God! Oh, you are asked to 
remember that fair, sweet vision — the 
vision of a Man so devoid of vulgar- 
ity, that while He loved the peopie 
He did not despise the great — the 
vision of a Man so strong that He 
could face a multitude, so tender that 
He could raise the lost woman, so 

132 



I 



THE PREACHER 

gentle that the little children gathered 
their arms about His neck; the vision 
of a Man at home with fishermen, and 
at home with the high-bom, with 
thoughts so deep that they permeate 
modern Christendom, with thoughts so 
simple that they taught truth to an- 
cient Galilee ; the vision of a Man who 
encouraged youth, the One on whom 
we rest, by whom we hang, in whom 
we hope, who sympathizes with all our 
best desires, who ^oes not denounce 
us, but only intercedes and pities; the 
Man who never places Himself upon 
a Pharisaic pedestal, but feels with 
the child, with the boy, with the man, 
with the woman — ^the Man of men, the 
crown of our humanity, the God in 
Man, the Man in God, the power of 
the sacraments, the force of prayer, 
the sweet, dear Friend who never mis- 
understands us, never forsakes u», 

133 



HOW TO SELL THROUGH SPEECH 

never is hard upon us. My friends, 
it is your privilege, it is mine, beyond 
the privilege of the psalmist to know 
in the gospel, to know in the Church, 
Christ,. God exprest in humanity. Is 
your soul athirst for the highest? You 
may find it if you come in repentance, 
if you come in desire, if you come in 
quiet determination to do your duty; 
you may find it satisfied — ^yes, now 
satisfied — ^in Christ.'' 

HOW TO ACQUIRE A STRONG DELIVERY 
A poor sermon well delivered is 
likely to be more effective than a good 
sermon badly delivered. Eealize, 
therefore, how essential it is to the 
increasing success and usefulness of 
your preaching that you give some 
time daily to developing and improv- 
ing your pulpit delivery. It is unfor- 
tunate that many public men give nine- 

134 



THE PREACHER 

tenths of their time to the work of 
accumulating ideas, and only one-tenth 
to learning how to express them. 

As you speak, keep your eyes on all 
your congregation. The eyes help to 
rivet the attention of all the hearers, 
and to put them and you into sympa- 
thetic communion. Moreover, the 
hearer has a sense of personal satis- 
faction when he can ^^ catch the 
speaker's eye/' 

It is natural for you as an earnest 
speaker to express your thoughts and 
feelings not only through words, but 
also by means of facial expression and 
movements of the hand, arm, and 
body. But these must always be 
guided by a fine discrimination. 

Avoid the extremes of the statuesque 
composure and undue agility. Use 
gestures as an auxiliary to your 
thought, and not as an ornamental 

135 



HOW TO SELL THROUGH SPEECH 

appendage. Too many gestures soon 
lose their signiiacance and effect It 
is better to use too few gestures than 
too many. 

The ancients said the boxer ad- 
vanced with a closed fist, but the 
orator always with an open hand. 
Avoid aggressiveness of tone or man- 
ner. A style of finality in a speaker, 
and especially in a preacher, is al- 
ways objectionable to an audience. 
Make generous allowance for honest 
differences of opinion. 

NEED OF SIMPLICITY OF STYLE 

Public speakers are generally ad- 
vised to assume a modest manner if 
they do not have it by nature. This 
counsel applies particularly to the 
preacher, who, because of his lofty 
mission, is presumed to be free from 
all artificiality and pretentiousness. 

186 



THE PREACHER 

^^If we would speak to the hearts of 
the people/^ says an authority, ^^we 
must speak simply, and be content to 
express simple thoughts and simple 
words. We must try, in one sense, 
to descend to their level, to see things 
as they see them, and to feel them as 
they feel them. And hence it is that 
really popular preachers have always 
been so much addicted to the use of 
metaphors, comparisons, etc. When 
these comparisons are drawn from 
actual, present, or visible things, they 
have a wonderful influence, more espe- 
cially if they be striking and popular, 
in assisting the people to comprehend 
and appreciate what we say. This 
is the way in which our Divine Lord 
taught the people. Altho He possest 
all the treasures of the Divine Science 
— altho He was the very source and 
fountain of Infinite Wisdom itself — 

137 



HOW TO SELL THROUGH SPEECH 

we shall probably be surprized, on 
looking through the Scriptures, to find 
how sieldom He argued or reasoned, 
and how frequently He instructed and 
taught. In this, as in all things else, 
He is the model and the exemplar of 
the priesf 

THE VALUE OF BREVITY 
Favor the short sermon. Congrega- 
tions like it best, and usually receive 
greater practical benefit from it than 
from a protracted discourse. A pro- 
fessor of homiletics once avowed that 
no soul was ever saved after twenty 
minutes. The entire Sermon on the 
Mount, the greatest message of all 
time, fills only eight typewritten pages. 

DEVELOPMENT OF VOICE AND 
BREATHING 

Your voice grows through use. 

Stand up for five minutes each day, 

with your chest and abdomen well ex- 

138 



THE PREACHER 

panded, and pronounce the long vowel 
sounds in various degrees of force 
and feeling, and soon you will ob- 
serve your voice developing new flexi- 
bility, resonance, and power. 

The habit of breathing exclusively 
through the nose fully and deeply from 
the abdomen, promotes health, endur- 
ance, and resourcefulness. This form of 
breathing is absolutely indispensable 
to long-continued and energetic pub- 
lic speaking. 

CULTIVATING THE FEELINGS 

The feelings are best cultivated 
through close contact with human suf- 
fering and in the work of solving 
serious personal problems. First thor- 
oughly explore your own heart and 
endeavor to read its subtle and secret 
meanings, and you will be all the bet- 
ter able to interpret and touch the 

139 



HOW TO SELL THROUGH SPEECH 

hearts of other men. Personal suffer- 
ing does more to open the well-springs 
of the heart than the reading of many 
books. 

Probably the greatest compliment 
that could be paid to a preacher's 
pulpit style was that of Louis XIV to 
Massillon: ^^ Father, I have heard 
many great orators in this chapel, but 
for you, whenever I hear you, I go 
away displeased with myself, for I 
see my own character/' 

The object of the true preacher is 
not to receive praise for his oratori- 
cal power, but to expound Christian 
truth and enforce the lessons of duty, 
obedience, and righteousness. It is 
his peculiar work to divert attention 
from himself as an individual, and ' 
to speak with such clearness, sim- 
plicity, fervor, and sincerity, that his 
message will be carried with arrow- 

140 1 1 



i 



THE PREACHER 

like certainty and swiftness to the 
minds and hearts of his people. 

DEVELOPING ABILITY BY PRACTISE 

Whatever natural speaking ability 
you may possess, you can improve and 
augment it by a few minutes daily 
exercise. ^^ Every art," says an 
authority, ^^from reasoning down to 
riding and rowing — from speaking to 
fencing and chess-playing — is learned 
by ceaseless practise; and can any 
sane man doubt that its principles 
will be more quickly and thoroughly 
mastered, and more faithfully applied 
in practise, if systematized, than if 
left to each man to discover for him- 
self? Can any one doubt that a great 
speaker can give a novice in the art 
many useful hints which may antici- 
pate and abridge the costly lessons of 
experience, and save him both time 
14»1 



HOW TO SELL THROUGH SPEECH 

and trouble? Is there any reason why 
the young speaJier should be left to 
grope out his way by the lead-line 
only, when he may be provided with 
a chart and compass? A proper sys- 
tem of oratory or elocution is not a 
system of artificial rules, but simply 
a digest of the methods adopted and 
practised by all the great orators who 
have ever lived. As to the illustra- 
tion drawn from the pugilist, who, it 
is said, does not find it necessary to 
study anatomy and physiology, and 
learn in what way the muscles of the 
arm operate, etc., we reply that the 
example is not in point. It would be 
in point if any advocate of elocution- 
ary or oratorical studies had con- 
tended that the young speaker should 
study the anatomy of the complicated 
organs of speech, the formation and 
action of the muscles of the arm and 

142 



THE PREACHER 

face, and all the other organs used in 
expression or gesticulation; but such 
advice is yet to be given. That Kean 
^thrilled great audiences,' while pro- 
foundly ignorant of ^slides' and 
^ bends/ and all the other technology 
of elocution, is doubtless true; and so 
it is equally true that men have elec- 
trified* and ravished great audiences 
by their musical genius who knew noth- 
ing of counterpoint or thorough base, 
of * octaves' or 'semibreves'; that men 
have navigated ships across the ocean 
without a knowledge of astronomy or 
logarithms; and that men have raised 
large crops tho they have known noth- 
ing of the constitution of soils, and 
have never even looked into a treatise 
on agricultural chemistry.'' 



143 



HOW TO SELL THROUGH SPEECH 
THE NEED OF STUDY 

j^d again, ^^It is doubtless true 
that, in some eases, men without spe- 
cial oratorical training have exhibited 
a might and majesty, a freedom and 
grace of eloquence, surpassing those of 
other men who have devoted years to 
the study of their art. So a Colbum 
or a Safford, without mathematical in- 
struction, may solve problems over 
which trained students of inferior 
natural gifts may rack their brains in 
vain. So the Shakespeares, Wattses, 
Arkwrights, and Franklins, who have 
never had a college education, can 
achieve greater results in their call- 
ings than the vast majority of college f j 
graduates, with all their years of pain- 
ful study and discipline. When Mo- 1 
zart was asked how he set to work to 
compose a symphony, he replied: ^If 
once you think how you are to do it, 
14A 



THE PREACHER 

you will never write anything worth 
hearing; I write because I can not 
help it.' But there has been but one 
Mozart, and even he must have been 
at some time a profound student of 
his art. Certain it is that no general 
rules can be drawn from the anomal- 
ous success of a few prodigies of 
genius that are formed to overcome 
all disadvantages. Even if we allow, 
what is not true, that the men whom 
nature has endowed with this heaven- 
born genius are a rule unto them- 
selves, and can do themselves full jus- 
tice without instruction, the question 
still remains, how to improve to the 
utmost the talents of those who must 
be public speakers, yet have no pre- 
tentions to the inspiration of genius — 
men on whom nobody dreams that the 
mantle of Cicero or Chatham has ever 
fallen/' 

145 



HOW TO SELL THROUGH SPEECH 
THE TRUE OBJECT OF A PREACHER 

Many years ago a clergyman said 
that the true object of all preaching 
was to win souls to Christ. This is 
equally true to-day, and hence this 
should be the constant aim of the 
preacher whether he seeks to reach 
his hearers by instruction, argument, 
or exhortation. Not merely agreeable 
speaking on some religious subject, not 
so-called pulpit oratory, not making 
^^a good impression'' by one's voice 
and personality, but winning souls to 
Christ — that is the true object of every 
true preacher. 



146 



**Thi Laugh Trust— Their BooV* 

HUMOROUS HITS 

AND HOW TO HOLD AN AUDIENCE 
By GRENVILLE KLEISER 

jiuthtr 9f ''''How to Sfgai in Public^* ttc. 



A new collection of successful recitations, 
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Bill Nye 
W. J. Lampton 
W. D. Nesbit 
Thos. Bailey Aldrich 
Nixon Waterman 
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AND MANY OTHERS 



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Mark Twain 
Finley Peter Dunne 
Richard Mansfield 
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Cloth 12mo, 316 pages. Price, $1.25, Net; by mail, $1.37 

FUNK & WAGNALLS COMPANY, Publishers 

NEW YORK and LONDON 



How TO Develop 

Power and 

Personality 

IN Speaking 

By GRENVILLE KLEISER 
Anthor of ^*How to*Speak in Public.*' Introduction by Lewis O. Brat- 
tow, D.D., Pr^fesfr Emeritus^ TaU Divinity Schfl 

This new book gives practical suggestions and 
exercises for Developing Pov^er and Personality in 
Speaking. It has many selections for practise. 
POWER.— Power of Voice— Power of Gesture- 
Power of Vocabulary — Power of Imagination — 
Power of English Style — Power of Illustration — 
Power of Memory — Power of Extempore Speech 
— Power of Conversation — Power of Silence- 
Power of a Whisper — Power of the Eye. 
PERSONAUTY.— More Personality for the Lawyer 
— ^The Salesman — The Preacher — ^Thc Politician 
— The Physician — The Congressman — The 
Alert Citizen. 

*' I give it my hearty commendation. It should take ita 
place upon the library shelves of every public speaker ; be read 
carefully, consulted frequently, and held as worthy of faithful 
obedience. For lack of the useful hints that here abound, 
many men murder the truth by their method of presenting it.** 
— S. Parkxs Caoman, D.D., Brooklyn, N. Y. 

''It is a book of value. The selections are fine. It is an 
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J2mOy Cloth ^ 4.22 pages. Pricey $1,50, net; by mail^ $1,6 St 

FUNK QTWAGNALLS COMPANY, Publishers 
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i 



How to Develop 

Self-Confidence 

in Speech and Manner 

By GRENVILLE KLEISER 

Author •f^^How U Sptak in Public ^^; ^^ How to D$vtlop Power and 
Ptrsonalitj in Sftaking^** etc. 

The purpose of this book is to inspire in men 
lofty ideals. It is particularly for those who daily 
defraud themselves because of doubt, fearthought, 
and foolish timidity. 

Thousands of persons are held in physical and 
mental bondage, owing to lack of self-confidence. 
Distrusting themselves, they live a life of limited 
effort, and at last pass oh without having realized 
more than a small part of their rich possessions. It 
is believed that this book will be of substantial serv- 
ice to those who wish to rise above mediocrity, and 
who feel within them something of their divine in- 
heritance. It is commended with confidence to every 
ambitious man. 

CONTENTS 

Preliminary Steps— Building the Will— The Care of Self-Con- 
sciousness—The Power of Right Thinking— Sources of Inspira- 
tion —Concentration— PhysicalBasis— Finding Yourself —General 
Habits— The Man and the Manner— The Discouraged Man— Daily 
Steps in Self -Culture— Imagination and Initiative— Positive and 
Negative Thought— The Speaking Voice— Confidence in Business 
— Confidence in Society— Confidence in Public Speaking— Toward 
the Heights— Memory Passages that Build Confidence. 

12mo, Cloth. $1,50, Net; by mail, $1.65 

FUNK & WAGNALLS COMPANY, Publishers 
NEW YORK AND LONDON 



HOW TO ARGUE 
AND WIN 

By GRENVILLE KLEISER 

Author of *''• How to Speak in Public.^'' 

NINETY-NINE MEN in a hundred can argue 
to one who can argue and win. Yet upon 
this faculty more than any other depends the 
power of the lawyer, business man, preacher, poli- 
tician, salesman, and teacher. The desire to win 
is characteristic of all men. ** Almost to win a 
case," **Almost to close a sale," **Almost to make 
a convert," or '^Almost to gain a vote," brings 
neither satisfaction nor success. 

In this book will be found definite suggestions for 
training the mind in accurate thinking and the power 
of clear and effective statement. It is the outcome 
of many years of experience in teaching men '*to 
think on their feet." The aim throughout is prac- 
tical, and the ultimate object a knowledge of 
successful argumentation. 

CONTENTS 

Introductory— Truth and Facts— Clearness and Conciseness— 
The Use of Words— The Syllogism— Faults— Personality— The 
Lawyer— The Business Man— The Preacher— The Salesman— 
The Public Speaker— Brief-Drawing— The Discipline of Debate- 
Tact— Cause and Effect— Reading Habits— Questions for Solution 
-Specimens of Argumentation— Golden Rules in Argumentation. 

Note for Law Lecture Abraham Lincoln 

Of Truth Francis Bacon 

Of Practise and Habits John Locke 

Improving the Memory Isaac Watts 

12mo, Cloth. $1.50, Net; by mail, $1.65 

FUNK & WAGNALLS COMPANY, Publisher 
NEW YORK AND LONDON 



H 383 85 












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BINDERY INC. 

/^ JUL 85 

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